LANDMARKS;THE WEEK OF APRIL 15, 1996;ATTITUDES;WILDS OF MONTANA;LUNCH WITH THE COLONEL;IMAGE OF THE WEEK

Published on April 15, 1996.

The Big Sky state is the home of anti-government extremists and the suspected Unabomber. But in beautifully filmed spots from Wendt Advertising, Great Falls, it's also a "mighty land, with its kinship with the wild and with the tame." The only adjustment in Travel Montana's $12.5 million campaign has been to remove the spots from newscasts.

No. 1 chicken chain KFC Corp. picked southern California to test its first lunch menu. Up to $6 million in outdoor and radio ads from Ketchum Advertising, Los Angeles, support the spring test. The 400 KFC franchisees are offering a lunch menu that features lighter, healthier fare, including chicken soup and Twister sandwiches made with grilled chicken and pita-style bread.

Paramount Pictures Corp. has begun hyping "Mission: Impossible," its Tom Cruise remake of the classic TV series about international espionage and self-destructing audio equipment. The studio is handling the outdoor and print campaign in-house. Paramount is also planning aggressive promotional efforts, led by Apple Computer.